Forecast of next year’s economic development based on Lunar New Year films

A reference

You can watch it and there will be no problem1

The movie "Party A and Party B" is a movie that is a bit fictional in reality. Four young men, Yao Yuan (played by Ge You), Zhou Beiyan (played by Liu Bei), Qian Kang (played by Feng Xiaogang), and Liang Zi (played by He Bing), three men and one woman, started a business called "Good Dream One-Day Tour". Help consumers live an addiction of "dreams come true". As soon as the trial operation started, it immediately attracted a group of customers who came on a whim. The bookstall owner wanted to be General Patton for a day, and the lax Sichuan chef wanted to experience the heroic spirit of "I won't tell you even if you kill me"; at one time, the four people on the "Good Dream One-Day Tour" were busy: at the next time, they were participating in The U.S. military generals who attended the combat meeting drove their open-top jeeps and carried radios on their backs on the dirt roads of the tank training ground during the day; then they turned into soldiers of the Qing Dynasty, and at night they tortured the martyrs who would rather die than surrender. There were many loopholes in the work and many jokes were made.

So, the four people held a correction meeting, unified their understanding, and clearly stipulated that customers who have unhealthy wishes must dare to say "no", so that the business of "Good Dream One-Day Tour" gradually took off. On track. They use "love dreams" to help people who have lost confidence in life because of repeated love breakups to regain their confidence; they also use "rejection dreams" to educate macho customers; they also use wealthy people to want to "suffer dreams" and celebrities to want to "suffer dreams" Ordinary people's dreams", mocking those who still behave when they get an advantage. In the process of helping customers realize their dreams, they gradually invested their true feelings from being happy, playful, and even a little silly. Later, in order to help the houseless couple suffering from cancer achieve a "reunion dream", he donated the new house he planned to get married to.

Although the movie is a bit absurd, it uses humor and artistic techniques to give the most vivid interpretation of "experience marketing". The company in the video is a company that specializes in providing experience services. What kind of experience and lifestyle do customers need? After you explain it clearly to the company and pay the fee, the company will tailor it for you so that you can fully enjoy the carefully designed experience you need, both physically and psychologically. . Whether a rich man wants to experience what it's like to be poor, or an ordinary person wants to be addicted to being "General Patton", under the planning and arrangement of this company, he can get his wish. This New Year film reveals to us the business opportunities that exist in real life. Experience and personalized services are the needs of life and human nature. By designing and providing experiential services of various themes to meet the various experience needs of customers, economic benefits can be obtained.

The definition of experiential marketing in economics means that the company uses methods such as allowing target customers to observe, listen, try, and try out the products or services provided by the company, so that customers can actually perceive the product or service. A marketing method that promotes the quality or performance of services to encourage customers to recognize, like and purchase services. This approach aims to meet consumers' experience needs, uses service products as a platform, and tangible products as a carrier to produce and operate high-quality products and shorten the distance between enterprises and consumers.

When it comes to experiential marketing, people naturally think of Starbucks, KFC, and McDonald's, which have been successfully used in this regard. What Starbucks sells is not just a cup of coffee, but allows customers to experience the coffee culture of the entire store. It is the kind of experience that makes people relax and drink coffee elegantly, as well as with comfortable and pleasing in-store decoration, melodious music, and exotic flavors. The unique cultural atmosphere composed of customs and various coffee utensils creates a space environment for communication and meeting friends. McDonald's and KFC use their "birthday party" activities to attract children and build a group of loyal family customers. These companies have used experiential marketing to make them a symbol of business and wealth.

Another important application of experiential marketing is reflected in the formation of shopping malls. This business format was born in the 1920s, developed in the United States in the 1950s, reached its peak in the 1990s, and began to be introduced to China.

Shopping malls not only integrate a variety of shops and service institutions into one building, but also have the characteristics of service economy and experience economy. In addition to shopping, they bring together all kinds of leisure, catering, sightseeing, tourism, sports, entertainment, etc. The content of Fangbian provides people with a good place for shopping and leisure. This revolutionary business format has not only changed people's lifestyles, but also deeply affected people's lifestyles. It has become a new business district coordinate center with strong cohesion and absorption, and has a great influence on the current and future economy and development of the region. Culture and life will have a fundamental impact.

Not only that, experiential marketing also plays an important role in sports competitions such as F1 and NBA. F1 has only been promoted in China for a few years. Even though the ticket price is high, every venue is full. In order to provide a real on-site experience, billions have been invested in the construction of racing venues, completely moving European and American racing venues to China; and the NBA has firmly captured the hearts of Chinese fans through the joining of Yao Ming and Yi Jianlian, occupying most of the Chinese basketball market; NBA China game, even the wooden floors of the entire arena are shipped from the United States. Watch the racing cars, the drivers, the stars, listen to the roaring noise of the racing cars, listen to the shouts, and share the excitement and enthusiasm that erupts from the audience. This is the charm of experiential marketing!

The reason why experiential marketing can bring the above-mentioned miracles is due to its unique nature: experiential marketing relies on customers to generate experiences to open the market, and relies on experiences to maintain the durability of the market. It is to break customer doubts and generate purchasing behaviors. An effective way to keep your product selling over time. Experiential marketing is humanistic marketing. It pursues the maximum satisfaction of customers. The experience economy not only requires the personal participation of customers, but also changes the customer's body and mind after the experience, making them feel the satisfaction brought by goods and services, thereby breaking doubts and generating The idea of ????purchasing.

The ideal society of the future is one in which people can develop freely and maximize their individuality. The development process of society is the process in which human individuality is continuously satisfied. The highest value of material products is not their own value, but the psychological experience that embodies and expresses non-material ideals. When people's personalized ideal needs are satisfied to a certain extent in the experience, the foundation of experiential consumption is gradually formed.

With the development of the economy, customers’ experience, feelings and personalized needs will receive increasing attention. In order to obtain better economic benefits, bosses and entrepreneurs began to study specifically how to satisfy customers and obtain pleasant experiences and feelings. Experiential marketing, which takes shortening the distance between enterprises and consumers as an important business method, will surely become a new weapon for enterprises to gain competitive advantages.